Channel Lead - Direct Marketing

Primary Responsibilities:

• Own the 1:1 direct marketing content strategy (email, SMS, direct mail) across B2B, B2C, and B2Provider audiences; align to brand, product narratives, and campaign objectives.
• Lead planning, creative briefing, and content development in partnership with the creative team; set channel‑specific standards and best practices.
• Build and govern a direct content operating model (calendar, workflows, QA, approvals, versioning) to ensure accuracy, speed, and reuse.
• Advance efficiency and personalization via AI‑assisted copy, dynamic content, templates, and automation (while maintaining human review and compliance).
• Partner with Campaign teams and MarTech, Data/Analytics, Product, Compliance, Legal, and Technology to ensure segmentation, targeting, and measurement are fit‑for‑purpose.
• Establish testing frameworks (MVPs, A/B, multivariate) and a test‑and‑learn roadmap; codify insights into reusable playbooks.
• ...